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MKT 305 (IMC)
Fall 2012

Professor Michael Savod

Anh
Chantrapa
Patricia
Piyanuch
Soo-Lan

Tran
(Anh)
Khuhaprema
(DeeDee)
...
Agenda

- Company Overview
- Product, Price, Place
- Markets
- Mission
- Message
- Method

-

-

•

•

•

•
COMPANY OVERVIEW
PRODUCT, PRICE, PLACE
Company Overview & 3P
Found in 1902, Wyoming, by James Cash Penny
Current CEO, Ron Johnson

Product: apparel, home furnish...
MARKETS

TARGET MARKET
Target Markets
Housewives who
- are family-oriented
- want convenience, one stop shop
- are price sensitive
•

Young adult...
MISSION
Benchmark
Goal

Time

To change jcp image from consumer

 12 months

 Kick start on JAN 2013
MESSAGE - BLUEPRINT
MESSAGE
•Moms who worry about house chores

List 1
Psychographics

•Moms who look for comfortable and
hassle-free shopping...
MESSAGE
METHODS - ADVERTISING
Advertising
TVC spot 30 sec+Tie in
-TV Show: Ellen, E!, Tonight
-Series: How I met your mother
-Reality show:
America’s Go...
Advertising

“Change jcp image in consumer’s perception”
Current feeling
1.Outdated

Expected feeling
vibrant, comfortable...
Advertising
1

2

3

4
Advertising
5

6

7

8
Advertising

9

10

What you think you know …
… may not be so

www.jcp.com
METHODS – SALES PROMOTION
Sales Promotions
Goal: Improve jcp image
Pull Strategies: “Tell us what u feel and win lots of prizes!”
• Any participants...
Sales Promotions
METHODS – PERSONAL SELLING
Personal Selling
•

Present and promote jcp store

•

Help customers to create a “homey” video

•

Encourage customers to ...
METHODS – SPONSORSHIP
Sponsorship

"The View" show on ABC:
- Appropriate event opportunities:
CEO to have an interview (talking about the new jc...
METHODS – PUBLIC RELATION
PR
Media Day at jcp (Manhattan Mall)

•
•
•
•

Invite writers (women's & moms' magazines) and Mommy bloggers
to shop at jc...
PR
Post-event Follow Up
• Ask writers & bloggers about their shopping experience and
their thoughts + comments
 Take down...
PR
Writers from these magazines will be invited:
PR
These Mommy Bloggers will be invited:











Five of My Own (fiveofmyown.blogspot.com)
Alice Bradley (ali...
PR

Press Conference

•
•
•

Invite mass media (newspaper, TV, radio, etc.) to cover the event
Any inquiries will be answe...
METHODS – CAUSE MARKETING
Cause marketing
jcp to work with organizations or foundations who support
unemployed single moms
(e.g. WeHelpWomen.com, SP...
Cause marketing

Sample Organizations:
Cause marketing
Reasons for this cause:

•
•
•
•
•

One of the main markets for jcp is women
Supporting these women’s and ...
Cause marketing
Awareness:

•
•

Posters/displays at jcp cashiers, stores, and website
Announcements in jcp's social media...
METHODS – DIRECT MARKETING
Direct marketing
Postcard

•

Getting back in touch with customers and
offering update information of products

QR code

•...
Direct marketing

Example of post card
METHODS – eCOMMUNICATIONS
E-Communications
E-Communications

Official Website

•
•
•
•
•
•

Sponsorship
Cause
marketing
Advertising
Sales
promotion
PR
Direct
marketi...
THANK YOU
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jcp Rebranding: IMC

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jcp Rebranding: IMC

  1. 1. MKT 305 (IMC) Fall 2012 Professor Michael Savod Anh Chantrapa Patricia Piyanuch Soo-Lan Tran (Anh) Khuhaprema (DeeDee) de la Paz (Trisha) Kangwankijwanich (Tu) Tan (Jacqueline) Theresia Ting Triswanto Tseng (Theresia) (Apri)l
  2. 2. Agenda - Company Overview - Product, Price, Place - Markets - Mission - Message - Method - - • • • •
  3. 3. COMPANY OVERVIEW PRODUCT, PRICE, PLACE
  4. 4. Company Overview & 3P Found in 1902, Wyoming, by James Cash Penny Current CEO, Ron Johnson Product: apparel, home furnishings, fine jewelry, footwear, accessories, beauty Services: salon, optician, wedding Price: Fair & Square pricing strategy 3 types: Everyday, Month-long, & Best Friday Place • One of the largest retail stores chain in the U.S. • Extensive network of physical stores • Online store & catalog order Sources: jcp.com, http://myuberlife.com
  5. 5. MARKETS TARGET MARKET
  6. 6. Target Markets Housewives who - are family-oriented - want convenience, one stop shop - are price sensitive • Young adults who - are hip and fashion-conscious - are occasional shoppers Single Mom who -is practical and loyal shopper -is family-oriented -is budget-conscious Primary Target Market: Moms who want convenience, one stop shop
  7. 7. MISSION
  8. 8. Benchmark
  9. 9. Goal Time To change jcp image from consumer  12 months  Kick start on JAN 2013
  10. 10. MESSAGE - BLUEPRINT
  11. 11. MESSAGE •Moms who worry about house chores List 1 Psychographics •Moms who look for comfortable and hassle-free shopping experience •Moms who need one stop service •Perception vs Reality Perception vs. Reality List 2 Image - "The truth is ..." •"The truth is ..." - "You may think, but ..." •"You may think, but ..."
  12. 12. MESSAGE
  13. 13. METHODS - ADVERTISING
  14. 14. Advertising TVC spot 30 sec+Tie in -TV Show: Ellen, E!, Tonight -Series: How I met your mother -Reality show: America’s Got Talent American Idol Online advertising -Google AdWords -Google AdSense -Google AdMob -YouTube Media for moms Radio spot 30 sec + Sponsorship -Local channels Print + Advertorial Magazine People, US Weekly, OK! Cosmopolitan, Marie Claire
  15. 15. Advertising “Change jcp image in consumer’s perception” Current feeling 1.Outdated Expected feeling vibrant, comfortable, good shopping experience 2. Nothing I need a variety of brands, products, one stop service
  16. 16. Advertising 1 2 3 4
  17. 17. Advertising 5 6 7 8
  18. 18. Advertising 9 10 What you think you know … … may not be so www.jcp.com
  19. 19. METHODS – SALES PROMOTION
  20. 20. Sales Promotions Goal: Improve jcp image Pull Strategies: “Tell us what u feel and win lots of prizes!” • Any participants joining our VDO booth, immediately get $10 gift card • Top 50 who get most like on jcp’s Facebook page will receive gift card • The winner will get $1,000 gift card • The rest will get $100 gift card • Participants who comment on the Facebook page will get a chance to win the sweepstake for a $10 gift card, 50 prizes
  21. 21. Sales Promotions
  22. 22. METHODS – PERSONAL SELLING
  23. 23. Personal Selling • Present and promote jcp store • Help customers to create a “homey” video • Encourage customers to register for free membership • Give information about: • Cause Marketing • Sponsorship • Sales Promotions • Benefits of shopping at jcp Our spokeswoman will also be a jcp endorser, as she would wear many items from several brands from head to toe.
  24. 24. METHODS – SPONSORSHIP
  25. 25. Sponsorship "The View" show on ABC: - Appropriate event opportunities: CEO to have an interview (talking about the new jcp), & having the interview clip on the website Giving vouchers or other gifts to the audience during the show - Use of appropriate opportunities: Use the show name/logo in PR, ads, and supporting materials Having jcp logo on the show's tickets    
  26. 26. METHODS – PUBLIC RELATION
  27. 27. PR Media Day at jcp (Manhattan Mall) • • • • Invite writers (women's & moms' magazines) and Mommy bloggers to shop at jcp Limited edition jcp shopping bag to be given o jcp Booklet (with map of store) with cash vouchers for products and brands within JCP o jcp Tour Guide Activities & Events (launched on Media Day; to run for at least 2 weeks) o examples: cooking demo, make-over sessions, etc. Event to be documented by photographers and videographers
  28. 28. PR Post-event Follow Up • Ask writers & bloggers about their shopping experience and their thoughts + comments  Take down quotes from them • Answer and inquiries they may have • Monitor publicity and publish press clippings to all jcp media channels (e.g. official website, Facebook, Twitter, etc.)
  29. 29. PR Writers from these magazines will be invited:
  30. 30. PR These Mommy Bloggers will be invited:           Five of My Own (fiveofmyown.blogspot.com) Alice Bradley (alicebradley.net) Hot Mess Mom (hotmessmom.com) Diary of a Mad Woman (seriouslythisreallyhappened.blogspot.com) Thrifty Nifty Mommy (thriftyniftymommy.com) Scary Mommy (scarymommy.com) Dooce (dooce.com) Mommy Adventures (mommyadventures.net) These Four No More (thesefour.com) Me Plus You and Two (meplusyouandtwo.com)
  31. 31. PR Press Conference • • • Invite mass media (newspaper, TV, radio, etc.) to cover the event Any inquiries will be answered by jcp Writers & Bloggers can also be interviewed by the mass media regarding their experience
  32. 32. METHODS – CAUSE MARKETING
  33. 33. Cause marketing jcp to work with organizations or foundations who support unemployed single moms (e.g. WeHelpWomen.com, SPAOA, etc.) • • • • • Provide job opportunities at jcp stores to unemployed moms jcp to provide job/skill training Internal child care for single parent employees Part of the profit from every customer purchase from jcp goes to job training for single moms in need. Moms for Moms campaign
  34. 34. Cause marketing Sample Organizations:
  35. 35. Cause marketing Reasons for this cause: • • • • • One of the main markets for jcp is women Supporting these women’s and moms organizations is related to jcp's main target markets > 40% of single-mother families are poor 83% of poverty-stricken families are headed by single mothers The rise in single motherhood is ill-adapted for the economic shifts of the late 20th century
  36. 36. Cause marketing Awareness: • • Posters/displays at jcp cashiers, stores, and website Announcements in jcp's social media sites o Open to other eligible associations & foundations who'd like to register with jcp for sponsorship Publicity: • • • • • Press release Advertisements (both print & digital) Recruitment Ad Newsletter on jcp website Announcement on social media sites
  37. 37. METHODS – DIRECT MARKETING
  38. 38. Direct marketing Postcard • Getting back in touch with customers and offering update information of products QR code • Redirect to jcp website and provide direction to the nearest jcp store Email • Show the front content of jcp website and redirect customer to the site Seasonal Catalog • Promote sales and enhance customers' awarenesses of upcoming events
  39. 39. Direct marketing Example of post card
  40. 40. METHODS – eCOMMUNICATIONS
  41. 41. E-Communications
  42. 42. E-Communications Official Website • • • • • • Sponsorship Cause marketing Advertising Sales promotion PR Direct marketing Facebook • • • • • • Sponsorship Cause marketing Advertising Sales promotion PR Customer's feedback Twitter • • • • • Sponsorship Cause marketing Advertising Sales promotion PR Blog • • • • • Sponsorship Cause marketing Advertising Sales promotion PR
  43. 43. THANK YOU

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